TUI Blue is designed to offer lifestyle- and experience-oriented holidaymakers a hotel product tailored to their specific needs and preferences, for adults, families or holidaymakers interested in local culture and authentic experiences.
Three labels will offer clear guidance to holidaymakers and travel agents searching for hotel offerings to fit the customers’ preferences in future, according to the company. Guests particularly interested in authentic experiences in the holiday region will find appropriate hotel offerings under the TUI Blue “For All” label, while TUI Blue “For Two” (mostly former Sensimar properties) exclusively targets holidaymakers aged 16+ focusing on time together, and TUI Blue “For Families” (ex-Family Life) caters for families with activities to suit all ages.
Moreover, the group wants to offer TUI Blue customers more activities and experiences both in the hotel and at the destination. These include ‘Blue Guides’ as competent local contacts, a comprehensive fitness and relaxation programme named ‘Bluef!t’, the modern design of the lifestyle hotels, the ‘Blue App’ as a digital service assistant with all activities and information on the hotel, the comprehensive ‘Blue Taste’ culinary offering, and the Blue Experiences programme.
TUI Blue hotels will also focus on sustainability measures. “Creating a modern lifestyle brand also means thinking about a more sustainable way of life,” said Friemuth. “Against that backdrop, we have developed ten steps enabling our hotels to contribute to a better world under the motto ‘Sustainable Blue’,” he explained. These measures include initiatives to save water, lower the carbon emission per guest per night and reduce single-use plastic items. They also promote sourcing locally produced food items, recruiting local staff and achieving sustainability certification.
Apart from its focus on TUI Blue, TUI Group’s hotels growth strategy also centres on the well-known RIU hotels, the two club brands Robinson and TUI Magic Life, and the 5-star resorts operated by TUI Sensatori. The group also cooperates closely with joint venture partners such as RIU or Atlantica.